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论文编号：	8887
作者编号：	2120142577
上传时间：	2016/12/9 15:54:45
中文题目：	KL化工设备公司客户忠诚度提升策略研究
英文题目：	Research on Promoting the Customer Loyalty of KL Chemical Equipment Manufacture Company
指导老师：	许晖
中文关键字：	客户忠诚;客户满意度;客户价值创新;化工设备制造业
英文关键字：	Customer Loyalty; Customer Satisfaction; Customer Value; Chemical Equipment Manufacture Industry
中文摘要：	2016年是我国十三五规划的开局之年。全球经济持续深度调整，我国经济下行压力加大。在中国经济步入新常态背景下，石油化工行业作为中国支柱和经济命脉产业，面临着产能过剩和产业结构调整的巨大挑战。同时，环境污染，安全生产和可持续发展的观念逐步深入人心，并得到国家和社会重视，这将为石化行业的可持续发展提供机遇。在这样的复杂环境下，为其服务的化工设备制造业必将受其影响，需要做出相应调整，方能适应产业环境的变化，以及面对不断加剧的竞争压力。 　　在过去几年，随着我国经济的快速稳步发展，在以投资拉动经济增长的模式下，国家基础建设的投入持续加大，化工设备制造业取得了长足发展，随之而来的是部分门类行业的产能已出现供大于求的局面，企业面临的竞争和生存压力不断增加。同时，受业主的投资预算缩减的影响，设备制造商之间陷入了激烈的价格竞争。然而，通过客户忠诚度的提升有利于维持客户与企业之间的业务关系，增加客户的购买行为和对企业的认可度，减少价格竞争对企业的负面影响，最终实现双赢。 　　KL公司是一家机械密封生产企业。机械密封是化工设备制造业的一个分支。以KL公司为代表的化工设备制造企业该如何在市场上打造客户忠诚度，并以此获得差异化竞争优势，是需要相关企业需要考虑的问题。 　　本文首先基于对现有相关理论和文献的回顾，分析了KL客户行业特点，利用GE行业吸引力矩阵选择了目标行业。通过STP理论完成了市场细分，并确定了目标细分市场。从提升客户满意度，客户价值创新和客户关系改善三方面提出一系列营销策略，以提升KL公司在目标市场的客户忠诚度，同时也提出了相关策略的实施保障措施。希望能够为国内化工设备制造企业在新常态下，提升企业竞争力，提高行业服务水平提供帮助和借鉴。图7幅，表3个，参考文献30篇。
英文摘要：	2016 is the beginning of China‘s 13th plan of five - year national development. Global economic continue to be adjusted deeply. Meanwhile, China was suffering the rising distress over economy. In the new normal, the petro-chemical industry, which is the pillar and key branches of economy, is facing the challenge of overcapacity and industrial structure adjustment. The government and society become more and more to focus on the environmental pollution, safety operation and sustainable development, which will offer the new opportunity to the petro-chemical industry. Just in this situation, the chemical equipment manufacture industry which service for the petro-chemical industry was impacted. Thus, it has to adapt the adjustment of industry environment in order to face the challenge of competition. In the past years, along with the rapid development of the national economy, the chemical equipment manufacture industry achieved the great development because of the huge investment of national infrastructure with the model of economic growth created by investment. But on the other hand, the capacity of some segmentation industry of petro-chemical became oversupply. So the enterprise’s pressure of competition and survival are increasing. Meanwhile, the chemical equipment enterprises are suffering the intense price competition because of the budget cut down by customers. However, by promoting the level of customer loyalty, it will lighten the impact of price competition and maintain the business relationship. Meanwhile, it will be beneficial to improve the customers’ purchase volume and acceptance, and create win-win. KL is the mechanical seal manufacture company. Mechanical seal is one branch of chemical equipment manufacture industry. How to create and maintain the customer loyalty and to gain the differentiation competitive advantage should be considered by the companies in this industry. In this thesis, the relevant theories and literatures are reviewed firstly. Secondly we analyzed the customer’s industries feature. GE market attractiveness matrix is used to identify KL’s target customer industry. Then STP theory is used to identify the market segmentation and target customer. Thirdly, based on the analysis, the marketing tactics are proposed from the point of view of promoting customer satisfaction, customer value creation and customer relationship management, in order to promote the customer loyalty. The guarantee measures for the tactics implementation are proposed in the end. This thesis aims to provide the help and reference to the chemical equipment manufacture companies for promoting competitive power and service level in the new normal. 7 charts, 3 tables, 30 reference documentations.
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